DIETER RAMS | About Design Definition

World is full of design. To be more clear we should say that the world is full of something that’s not real design but is sold to the masses as design. At the end, respecting the proper definition of industrial design given by ICSID:

“Industrial Design is a strategic problem-solving process that drives innovation, builds business success and leads to a better quality of life through innovative products, systems, services and experiences. Industrial Design bridges the gap between what is and what’s possible. It is a trans-disciplinary profession that harnesses creativity to resolve problems and co-create solutions with the intent of making a product, system, service, experience or a business, better. At its heart, Industrial Design provides a more optimistic way of looking at the future by reframing problems as opportunities. It links innovation, technology, research, business and customers to provide new value and competitive advantage across economic, social and environmental spheres.
Industrial Designers place the human in the centre of the process. They acquire a deep understanding of user needs through empathy and apply a pragmatic, user centric problem solving process to design products, systems, services and experiences. They are strategic stakeholders in the innovation process and are uniquely positioned to bridge varied professional disciplines and business interests. They value the economic, social and environmental impact of their work and their contribution towards co-creating a better quality of life”, most of what people today consider design, in reality, is fashion or arts & crafts (without taking anything away from them) or, unfortunately, cheap, poor and sometimes dangerous mass products.
The word design has been used and abused in every possible form during last 20 years. The discipline itself is fairly young but the concept of design was born together with human being. All real designers of today’s time have arrived to the conclusion that people need to step back from the overwhelming amount of things that they own and focus on what they really need.
This intro doesn’t aim to give an absolute truth about design but wants to help understanding the importance of good design.
Dieter Rams, famous German designer, wrote 10 simple principles back in the 80s that still perfectly apply to definition of good design and its importance. Very clear to understand, these points are guidelines to clarify if what we are considering is Design or not.
Mostly for clients, when a designer doesn’t deliver a project or a service that does not respect the overall sense of this list, he is not providing good design, consequently the client is wasting time and money.

Juri Iaboni